She told PRWeek: ‘It’s part of our ongoing journey around our corporate responsibility and sustainability story. Corporate responsibility is at the centre of this business and this is about raising awareness of that.’

Coca-Cola Enterprises manufactures, markets and distributes Coca-Cola products in Belgium, Great Britain, France, Luxembourg, Monaco, The Netherlands, Norway and Sweden. It employs 13,000 people in Western Europe.

The bottling business, which is separate from The Coca-Cola Company, was this year awarded the new Carbon Trust Water Standard, an international recognition for water reduction.

This followed the 2011 launch of its Sustainability Plan, which set out a low-carbon vision for the company.

Lexis will be charged with joining up online and offline messaging on the subject, as well as developing ideas on a cross-European basis.

Hunt, who will be working with Lexis COO and brief lead Lynda Reddington, said the focus was on aligning digital so that ‘stakeholders would be engaged in the same way they are with face-to-face media’.

Lexis’ appointment comes after a brief from The Coca-Cola Company to help promote work alongside WWF in Arctic conservation projects.